ABC Family is rebranding come January, with a new name: Freeform. Ugh.
Now, before I get into specifics, I will only say that two things about this rebrand are dumb. Not all of it is frustrating.
--I think the name Freeform is really freaking stupid to use. It's strange to say as a television network name, has no recognition in any way, and really feels like a lightly diluted mixture of ABCF, MTV and TeenNick (There's a network called Pop and its name makes so much more sense). No one I know would ever say "Hey, did you catch last night's Fosters on Freeform?" I don't think anyone mentions the ABC Family name that much either recently. I think it makes more sense to keep the ABC part to retain some recognition. So it's gonna be hard for execs moving forward to realize that many people aren't hip to the new name at the start.
--The other thing I find aggravating about the rebrand is this term describing its main viewing demographic: "Becomers".
Its their term for "Millennials". This is fucking stupid. It's like saying you have The Clap, when everyone knows it's still Gonorrhea. It's just a code for the dumb ass word that many dork-ass hipster cool kids are using as way to stand out from everyone else in the world as if they mean something.
I hated this word/term since it first appeared in the announcement of the rebrand, and I'll hate it even more when any more of these announcements come in soon and if it appears or is said on-screen.
On the other hand, it's not all the way a horrible idea or realization. I totally get why this rebrand is happening. ABC Family hasn't really been a family-friendly TV network in the past several years, and almost all of it's programming is not something the kids should be watching after 8pm. With shows like Pretty Little Liars, Baby Daddy, The Fosters, Young & Hungry and the crap reality shows it's trying to shove down now, along with many former examples of original programming, it's clear that "a new kind of family" wouldn't make much sense (of a slogan and promise) anymore. The programs that are family-friendly (the reruns) air in the morning and afternoon hours, and not many teens (or families, for that matter) would watch them for many reasons other than nostalgia or to kill time.
So it makes a lot of sense that change in name is imminent, and in a stunning development in my mind, is well-deserved.
And I do wish this rebrand some success.
It's such a shame it has to be tied to a name like Freeform.
Oh and another thing: Another program airing the Network to Be Named Freeform is little-known show focusing on the word of God in the most fundamentally Christian way possible; a program that is definitely not to to fit and match with everything else that is a part of the network; a program created and hosted by Pat Robertson, the man that help found the network that is now known today (but not for very long) as ABC Family - The 700 Club.
Make of that what you will.
Have fun, becomers!!!
Have much more fun, Mr. Robertson!!!
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